Earlier this month, Bing Ads launched their new Bing Keyword Planner. The Bing Keyword Planner is packed to the gills with useful keyword data to help you crush even harder with Bing Ads.
In this article, I will provide you with a basic rundown on how to use the new Bing Keyword Planner to research and plan campaigns.
Getting Started With Bing Keyword Planner
Bing announced on the 9th of September that they were officially rolling out their Keyword Planner to all US accounts. To access the Bing Planner, login to your Bing Ads account by clicking here, then select Tools and Keyword Planner from the header menu:
Just like the Google Keyword Planner, Bing Ads provides a very similar layout to find new keywords or gain insights for your next campaign:
Searching For Keywords
If you click the Search for new keywords sentence a whole list of options dynamically appear allowing you to research keywords relating to a product or service you sell.
You can filter keywords by location, date range, negative keywords and even decide to include or exclude search results from Bing and Yahoo! partner sites:
Once you’ve primed your settings, hit Get suggestions.
The results page will look very similar to the Google Keyword Planner and you’ll be able to view keywords based on group and individual keyword suggestions. Bing Keyword Planner further separates keywords based upon mobile trends, device type and even location:
To do this simply click on the Search volume trends icon that I’ve pointed to above and select any option from the dropdown list:
This is pretty cool as you can target specific prospects from different cities with keywords they search for the most. For example, the keyword build muscle has a high search density in New York and Georgia, whereas searchers in Oregon and California are more interested in weight loss:
Going forward with this information you could decide to create two separate campaign using related keywords to target prospects from different cities. This is a way of optimizing your campaigns using the information from the Bing Keyword Planner without having to test through trial and error.
You could then research which device types prospects from each city use and decide whether to setup ads to be displayed on mobile devices or not.
For example, taking a quick look at the keyword PPC marketing suggests I should focus more on desktop users:
Plan Your Budget and Get Insights For Keywords
Once you find your keywords the next step would be to find out their costs to plan your campaign. Head back to the Bing Keyword Tool dashboard and this time click Get performance and cost estimates:
Select your keywords (separated by a comma) and targeting options then press Get estimates:
Bing Keyword Planner will display a graph revealing the approximate cost of your keywords depending on your spend.
Taken from past data it shows a graph of how much your selected keywords may end up costing you. You can take things one step further by adding your bid and daily budget to the equation highlighted in red. Bing Planner then plots a thin grey line on the graph suggesting how your campaign will perform based on your estimates. It provides an estimate on:
- Maximum CPC
- Clicks
- Impressions
- Spend
Just like earlier, you can filter data to reveal which cities provide the most clicks, impressions and their average position in Bing search:
After playing around with keywords and estimates, Bing Keyword Planner allows you to save your audience to a new or existing campaign. To do this simply click the Save to my account button located in red below:
Summary Of The Bing Keyword Planner
Bing Ads Keyword Planner has been long overdue but it’s certainly been worth the wait. It’s very easy to use (almost identical to Google Planner) and provides a wealth of information and insights to better plan your Bing campaigns.
If you’ve ran unsuccessful campaigns on mobiles or targeted prospects with poor keyword research, Bing Keyword Planner aims to put those corrections right.
If you didn’t have a reason to use Bing Ads before – you do now!
Nick Bridges
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